Understanding consumer online shopping behaviour from the perspective of transaction costs



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et al.
2012b), eventually leading to giving up online shopping. Thus, their perceived TCs, 
reflected in uncertainties and risks of online shopping, would play a dominate role in 
determining their online decision making (e.g., online purchase behaviour and loyalty). In 


154
this sense, their low risk-bearing attitudes magnify the effects of TCs on online purchase 
behaviour (or loyalty).
The quality of certain products, such as shirts and perfumes, is hard to confirm prior to the 
online purchase. It would take a lot of time and effort to find out whether the quality is good 
or bad, which would result in a high level of TCs of online shopping (Teo
 et al.
2004, Yen
 et 
al.
2013). Nevertheless, if a consumer is a risk-taker, he would be more likely to tolerate risks 
in online environments and tend to trust the quality of the product offered by the online 
vendor and buy the product without any extra quality inspection. In this situation, the high 
risk-bearing attitude would tend to make him purchase from an online store and develop loyal 
relationship with the online vendor even if his perceived TCs are high. The consumer’s risk-
bearing propensity plays an important role and seems to matter more to this individual, while 
the TCs seems to take a back-seat. Thus, the high risk-bearing attitudes lessen the effects of 
TCs on online purchase behaviour and customer loyalty.
The above discussion shows that it would be difficult to predict upfront consumers’ online 
purchase behaviour and their loyalty without taking their risk-bearing propensity into 
consideration. This study further argues that if a consumer is a risk-averse person, the effects 
of perceived TCs on purchase behaviour and customer loyalty will be stronger, while if a 
consumer is risk-taker, the effects of perceived TCs on purchase behaviour and loyalty will 
be weaker. As such, consumers’ risk-bearing propensity is expected to play a moderating role 
in the relationship between TCs and purchase behaviour (or customer loyalty). Accordingly, 
the following hypotheses are proposed: 


155
H7a. A customer’s risk-bearing propensity moderates the relationship between his/her 
perception of TCs associated with purchasing from an online store and his/her online 
purchase behaviour from the online store.
H7b. A customer’s risk-bearing propensity moderates the relationship between his/her 
perception of TCs associated with purchasing from an online store and his/her loyalty 
towards the online store.
 
3.6.4.2 Perceived Enjoyment of Online Shopping 
This study defines enjoyment of online shopping as the extent to which the activity of 
adopting online shopping is perceived to be enjoyable in its own right, apart from any 
performance consequences that may be anticipated (Moon and Kim 2001, Heijden 2003, 
Domina
 et al.
2012). It can be two-fold: enjoyment from the product purchased as well as the 
process of shopping itself (Baker and Wakefield 2012). Evidence from previous studies has 
shown that enjoyment of shopping is regarded as an important determinant of why consumers 
shop (Mathwick and Rigdon 2004, Doolin
 et al.
2005, Cai and Xu 2007, Chiu
 et al.
2009a, 
Ha and Stoel 2009, Parboteeah
 et al.
2009, Al-Maghrabi and Dennis 2011, Kim and Eastin 
2011). 
When consumers value fun, exciting, enjoyable and interesting experience of shopping, they 
reduce the concern about the time and effort expended during the shopping process 
(Leischnig
 et al.
2011), instead, they pay more attention to the degree of enjoyment obtained 
through browsing and purchasing at the online shopping websites. Hence, TCs seem not so 
important in this particular situation where perceived enjoyment matters more to their 
decision making than their perceptions of TCs. In the online shopping context, if consumers 
treat online shopping as an enjoyable or fun activity and emphasize the fun or entertainment 


156
brought by the online vendors or their products, they would be more likely to purchase at the 
online stores no matter how many TCs they may encounter. In this case, they would not 
worry too much about the risks of online shopping and would not spend much time and effort 
evaluating the products and monitoring online vendors’ behaviour. Therefore, the effects of 
TCs on online purchase behaviour are reduced when consumers perceive a high level of 
enjoyment.
However, there exists another completely opposite situation. Assume a consumer needs to 
buy an airline ticket for a meeting held in another city after returning home from a stressful 
work-day. Buying tickets becomes a task so he just wants to complete it as soon as possible. 
If he chooses to buy the ticket online, he would be more concerned about the time and effort 
expended during the purchasing process and would not care much about whether buying 
online is fun or not. In this case where purchasing becomes a task, task-oriented consumers 
would not have a particular pursuit of enjoyment. Without a strong sense of enjoyment, time 
and effort saving will emerge as their biggest concern. Thus, the TCs (represented by time 
and effort expended) consumers bear during the shopping process matters more than the 
perception of enjoyment. In other words, consumers’ perceived TCs are of paramount 
importance in determining their behaviour in the situation where they do not care about or 
experience the pleasure and joy from shopping at an online store. In this sense, the low 
enjoyment perceived by consumers would strengthen the effects of TCs on their online 
behavioural consequences. As such it is hypothesized that: 
H8a. A customer’s perceived enjoyment of online shopping moderates the relationship 
between his/her perception of TCs associated with purchasing from an online store and 
his/her online purchase behaviour from the online store. 


157
H8b. A customer’s perceived enjoyment of online shopping moderates the relationship 
between his/her perception of TCs associated with purchasing from an online store and 
his/her loyalty towards the online store. 
 

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